What makes executives actually worth following on LinkedIn
LinkedIn's Jessica Oliveira shares what separates leaders who build trust from those who get ignored
We're back with another #ForYou, By Them, our monthly Q&A series...
As we always tell clients, people don’t connect with brands. They connect with people. That’s why more companies are investing in executive thought leadership, helping founders, CEOs, and leadership teams build trust and credibility through their own voices rather than relying solely on corporate channels.
But creating content people actually want to engage with is easier said than done. The executives who stand out on LinkedIn aren’t simply reposting company announcements or following a content formula. They’re sharing original perspectives, telling stories only they can tell, and showing audiences how they think. For the teams supporting them, the challenge is creating a strategy that feels both intentional and authentic.
This month, we’re joined by Jessica Oliveira, Sr. Creator Manager at LinkedIn. Jessica works with Fortune 500 executives and industry leaders to help them build influence, grow engaged audiences, and develop authentic thought leadership. Before joining LinkedIn, she spent nearly a decade in influencer marketing and helped launch a creator monetization program at a startup, giving her a unique perspective on what separates content that performs from content that gets ignored.
We covered a lot in this one, including:
What separates executives who build trust and influence from those who struggle to gain traction
The biggest mistakes brands make when building an executive’s personal brand
Why authentic, low-production video is outperforming polished content
How social teams can balance strategic messaging with genuine storytelling
Why executives should think like community builders, not just company spokespeople
The most underrated LinkedIn feature that every executive should be using
M.T. Deco: You work closely with executives on LinkedIn. What separates the leaders who successfully build influence and trust on the platform from those who struggle to gain traction?
Jessica Oliveira: The executives who stand out on LinkedIn are sharing perspectives, experiences, and insights you can't find anywhere else. They go beyond corporate updates and give people a window into how they think, what they're learning, and what's shaping their decisions. The most trusted leaders aren't trying to sound like a brand. They're showing up as themselves and creating content that feels authentic, personal, and actually useful to their audience.
MTD: A lot more brands are investing in thought leadership strategies for their executives. What are the biggest mistakes you see organizations make when trying to build a leader's personal brand on LinkedIn?
JO: One of the biggest mistakes I see is treating executive content as an extension of the company page…
Below the paywall…
The rest of this interview is exclusive to members. We talk with Jessica about how executives can build trust and influence on LinkedIn, specifically:
What actually makes executive content stand out
The biggest mistakes brands make with executive thought leadership
The future of executive content on LinkedIn
How to support busy executives without losing authenticity
Jessica’s favorite executive account to follow, the most underrated LinkedIn feature, the first thing she checks on every executive profile, and her prediction for where LinkedIn is headed over the next three years.
